25 Jun 2019 | Development, SAT-7 ARABIC

With a life-giving new social media project, SAT-7 is impacting a whole new generation of parents who do not watch television. Mamaland’s videos are helping you Middle Eastern mothers find peace – and the response has been nothing short of remarkable.

Since its launch in August 2018, this pioneering online program has reached an impressive 19 million people. Shared on Facebook and a dedicated website, Mamaland’s content has attracted more than 560,000 comments and shares of its posts.

“The feedback has been amazing,” says George Makeen, Arabic Channels Programming Director. “It has exceeded all expectations. What differentiates Mamaland from other parenting programs is that it tears down the damaging cultural idea that mothers must totally deny themselves for their children.

“The core message is that if you want to be a good parent, you must take care of yourself,” George says. “And many mothers have responded by saying, ‘You released me! You released me from the burden of thinking that I shouldn’t prioritise myself.’”

“This page is amazing”

Almost all the mothers taking part are from Egypt or North Africa. “This page is amazing,” one wrote. Another shared, “I truly like it very much. We should apply these lessons with our children.”

The videos feature Presenter Sally Kamil, who represents a ‘typical’ Middle Eastern mother, and also share the stories of real parents. Topics range from mothers’ emotional wellbeing to practical issues, such as bedtime battles and nutrition.

As George explains, addressing areas of parenting is a crucial part of SAT-7’s holistic ministry. “Children learn from the example of their parents, who are the first authority in their lives,” he says.

Impacting a new audience

Mamaland’s content, which also includes quizzes, email newsletters, and a mobile app, was created in partnership with parenting curriculum experts.

Mamaland is part of Tawla, a wider SAT-7 social media project. The name – which means “table” in Arabic – refers to the new platform’s role as a hub for community. Future content will address marriage, unemployment, and addiction – and the videos will also be broadcast on SAT-7 ARABIC.


Alongside broadcasting on the SAT-7 ARABIC and SAT-7 KIDS satellite channels, the SAT-7 ACADEMY brand of programs are also available on social media platforms such as YouTube and Facebook, where viewers can choose and watch entire episodes, and engage with the SAT-7 ACADEMY Audience Relations and Social Media Officers.



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